'This issue is a big disappointment for everyone'

When millions of Hindu devotees and tourists from abroad saw in the Allahabad Mahakumbh Mela a historic, sacred, religious event, the Indian arm of global travel major Cox&Kings discerned something else: a smart business opportunity.

It erected 74 Swiss-style cottage tents over a five-acre site allotted to it. The tents sold like hot cakes: foreign tourists vied for luxury space. And the investment seemed destined to prove profitable. Until January 10 that is.

Just a day after the Mela started, the sadhus decreed that Cox&Kings's business acumen and aggressive marketing are nothing but "five-star invasion" of a religious event and hence a strict no-no. Out, said the play-it-safe, peace-loving festival administration.

In Cox&Kings's first media interview after the ban, chief operating officer (leisure)

L P Singh offered Y Siva Sankarfacts as perceived by the company.

What is your reaction to the Kumbh Mela administration's decision?

There is a sense of disappointment and sadness at the decision.

When did Cox&Kings first conceive of the idea to provide luxury tents at the Kumbh Mela?

We first conceived this plan over a year-and-a-half ago. The idea was to provide interested tourists and devotees an opportunity to witness the millennium's first Mahakumbh Mela.

We are providing comfortable tent accommodation with basic amenities for hygiene and cleanliness.

The Cox&Kings camp was set up after acquiring the necessary permissions from the Uttar Pradesh state administration, the body authorised to lease and hire out land at the Mahakumbh Mela site. The legal permissions were applied for in May 2000 and a written sanction was received in October 2000.

Why did Cox&Kings offer these cottage tents only to foreign tourists and not Indian devotees?

This camp was promoted both in India and abroad. In fact, 60 per cent of the visitors are Indians. Non-Resident Indians constitute half the number. The balance 40 per cent are foreign visitors who are interested in Indian culture.

What investments did Cox&Kings make on this venture? What were the kind of returns you had expected?

We have invested nearly Rs 20 million on the project. We look at it as a venture that will develop in the years to come.

Will the Kumbh Mela administration's decision to ban you cause pecuniary losses to your company? If yes, to what extent?

Our intention was to promote spiritual tourism. Our sense of disappointment is great since the Mahakumbh Mela comes once every 144 years. In essence, it is a once in a lifetime experience for all, which is being lost.

Does Cox&Kings have any previous experience in operating at mammoth religious congregations such as the Mahakumbh Mela? Did you erect tents in Allahabad for tourists during the last Kumbh Mela in 1989?

We are proactive in promoting cultural and spiritual tour packages in the domestic and international markets.

We receive a lot of suggestions from our valued customers. Based on their feedback, we decided to involve ourselves with the Mahakumbh Mela to provide tourists/pilgrims with this experience.

We feel this exposure to India's rich diversity will make them ambassadors of the rich traditions of Hindu culture and way of life.

What was the overall objective/rationale behind the decision to erect cottage tents at the Kumbh Mela?

These tents are not permanent structures. They contain basic amenities to provide devotees with hygienic and clean facilities.

The idea of setting up a camp at the site is a part of the company's continuous endeavour to promote spiritual tourism in the country.

What kind of response did you get from foreign tourists to your venture this year? Were the tents sold out well in advance? What is the nationality-wise break-up of your guests at the Kumbh Mela? What is your tariff for each tent? What are the services you had offered at the Kumbh Mela for your customers?

Do you agree with the views of the sadhus that Cox&Kings's temporary business venture in Allahabad is tantamount to "five-star invasion" of a sacred, religious event? There are also allegations of consumption of liquor and non-vegetarian food in your camp. Please comment.

We promote tour packages that include visits to religious sites. These camps are there to provide clean, hygienic amenities.

Cox&Kings has strictly adhered to all the mandatories and provided official undertakings to the divisional commissioner, Allahabad division, and the Mela Aayukt, Allahabad. The undertakings clearly define the restrictions on permanent structures, nature of food to be served and the activities that would be conducted in the camp premises.

We have taken extra care to promote Indian spiritual and physical disciplines by organising yoga, meditation and ayurveda sessions in the camp. Spiritual discourses are a part of the daily programme put up for the residents where a strict code of conduct is imposed.

The meals served at the camp are strictly vegetarian and no alcoholic drinks are allowed inside the camp. The camp is open for all at reasonable rates and the information regarding the same is available on the Internet at mahakumbhmela.com.

Would you like to add anything else?

This issue is a big disappointment for everyone. In lieu of the administration's decision to close down our camp at the site, we have approached the Allahabad high court for redressal. After the hearing today (Friday), the court has granted us a stay order.